K Beauty or Korean Beauty, the formal name, is a big trend in the skin care market. South Korea plays a large role in the skin care arena, in addition to cosmetics and hair care. Yet, skin care equals more revenue and K beauty sales have reached 17 billion dollars in South Korea, alone. Wow, this is more trending than K Pop and Korean barbecue. The major cities outside Asia, which have a Little Korea towns, capitalize on products and bring the merchandise and expertise to new demographics in the West. European and US research and development cosmetic companies are collaborating and investing in Korean skincare lines. Korean skin products are a piece of the culture. The focus is on health, well being, hydration, lack of pigmentation, a glass skin look, innovation, indie brands, skin education, video tutorials, influencers and manufacturing/exporting products. Etude House is a company which pioneered the Korean skincare trend. The 12 step cleansing routine begins at a young age with both oil based and water based cleansing before makeup and the skin care program is unisex. The K Pop culture of the future with models such as: Song Hye Kyo, is a K beauty model, actress and influencer. Everyone has tried a pack of sheet or bubble masks, decorated in cute packaging, targeted for all skin types. They refresh for the night and – or morning. Charlotte Chou and David Chou are of Korean heritage, but are LA born. They started a skin line, in 2012, Soko Glam. The company, # 1 in K Beauty, is a melange of products by various brands which help with cleansing, toning, essence, clarifying, redness, acne, wrinkles and dry skin. The work and their book; “The Little Book of Skincare”, got the pair a start. Some of the brands they sell; Son Réve, COSrx, Camille Rose, JAUM, Only (Good) Skin Days, Neogen, Saturday Skin, Nature Republic, Skinfood, Miisha, Joseon. Herbal products, JeJu green tea, red pine, ginseng, papaya, snails, avocados, bee serum and manuka honey, camu camu berry, amnio acids, patches, hyaluronic acids, beta and alpha acids and non toxic ingredients are common with K Beauty. KLOG is Soko Glam’s blog which discusses skin care tips, trends, new items and there is a skin concierge available for consultations. Amorepacific and subsidiary lines; Sulwhasoo are sold in high end venues, as well as innisfree, with its own stores. Innisfree sources all of its products from JeJu Island, a volcanic island off the Korean coast. The company recommends a double cleanse process with a specific skin type cleanser plus an oil based one to remove traces of impurities and makeup. Beneficial ingredients from the varying climates of the island are; dewy and glowing cherry blossom, soothing aloe vera, green tea seeds, tangerine skin, soybeans, volcanic ash and lava and salt waters. They have a sheet mask pack and makeup line as well. Search the innisfree website for company products, subscriptions and their mission. They try to provide healthy substances from nature which sooth and nourish, moisiturize, control oil, calm, repair and condition hair and skin. Plastic surgery rates in Korea are quite high, especially amongst those in the 19-29 age category. The most popular procedures; double eye lid surgery, since Koreans are born with no crease, and rhinoplasty. Plastic recycling is in as well, with the recycling of glass and plastics as well as sourcing sustainable ingredients. South Korean President, Moon Bae In, has banned job applications from requiring a photo and is trying to stop the influx of plastic surgery ads in the metro. A female got 15 surgeries and then took to her own devices, injecting herself with problematic substances. Regardless, K Beauty is on the rise and will yield great results.